by Jason
One of the most frustrating parts about being a creative director is coming up with a great creative concept after weeks of brainstorming, only to have the idea shut down by a client. Every creative director goes through that. But what makes it even more frustrating is that as good ideas lay dormant, an absolutely horrible concept like Hyundai’s recent “Duh” campaign (see video clip below) somehow manages to see the light of day.
What’s amazing to me is that at some point in the creative process, a group of people over at Goodby, (the agency newly charged with trying to change Hyundai’s image as a car that anyone earning over $50,000 wouldn’t be ashamed to be seen in), collectively decided that this was the idea that they wanted to present to the client. And then, in an even more obvious sign that armageddon is approaching, a group of people at Hyundai agreed with them.
Each of the TV spots features beautifully shot Hyundais driving in a soundstage against a sleek black backdrop, with camera angles and lighting worthy of a Lexus ad. In fact, the footage and choreography might even be TOO good - so, to remind the viewer that they are not actually watching poetry in motion, they drown out any semblance of elegance with an off-camera a cappella group singing a different, easily recognizable song (the theme to Mission Impossible, the theme to the Pink Panther, etc.), replacing each note with the word “Duh.”
Mercifully, the only soundtracks in advertising that are possibly more irritating than the Vonage song gets interrupted after about 10 seconds. That’s when a narrator - so pompous that he makes me want to reach through the screen and smack him - comes on to explain to us the meaning of the word ‘duh’:
“The word ‘Duh.’ It means it’s obvious. It’s a total no-brainer. Like getting a great deal. On a great car. Like at the Hyundai Big Duh Sales Event.”
Most recently, with Christmas right around the corner, he’s taken to wishing the audience “Happy Holi-Duh.”
If ever there was a reason to turn off the tube and pick up a good book.
Rather than showing that their vehicles are the smart choice, Hyundai talks down to their audience, treating us like we’re idiots. First of all, it assumes that we need not one, but two definitions of a word that anybody over the age of seven is more than familiar with. But since nobody over the age of seven seriously uses the word “duh” in their everyday vocabulary, the campaign immediately brings us down to the playground level, letting us know that it not only doesn’t take us seriously, but confirming that Hyundai doesn’t really expect to be taken seriously as a choice for intelligent adults. Even the tone of the voice over is obnoxious, speaking down to the audience like they’re children.
I’m a firm believer that advertising does not have to be annoying or condescending to be effective. There are some truly excellent examples of brilliant advertising campaigns that make their point and generate sales and awareness without making you want to lunge for the “mute” button as soon at the first sight of the commercial. The “Duh” campaign falls far from that category.
The Hyundai spots are annoying and hardly clever. But in the crowded world of automotive advertising, where the best campaigns are usually determined by which company has the best vanity shots, you have to give them credit for at trying something different.
Larissa - there are many ways to “try something different” without sabotaging the message. The Hyundai ads don’t present the brand well. If Hyundai’s intention is to change people’s opinions about their vehicles, the real question is whether or not this campaign has succeeded in doing that - not whether the agency was able to assemble something different. From that standpoint, the answer is clearly “no.”
Advertising history is full of brands that have done considerable damage to themselves because they focused too closely on “different” and not enough on the messaging.
Totally agree with Jason on this one. The “Hyundai Holi-Duh” campaign has to be one of the most, (if not the most) annoying ads on TV. I absolutely reach for the mute button immediately. Doesn’t make me think much of Hyundai at all. They didn’t get their message across, to me at least. Put it on the same shelf as the “Viva Viagra” commercial (all the way in the back)….